April 2018 IssueExcellent Execution

Ensuring the connections with your customers

By Ken Zrobok When many Canadians think of disasters they look at the horrific events that occur in other countries. But Canada is also vulnerable to damage and destruction caused by nature and by people.     According to the Canadian Disaster Database, the following disasters occurred in a span …

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April 2018 IssueIndustry News

Stephen Thomas adds new clients

Stephen Thomas Ltd (ST) has added four new clients to its rapidly growing national non-profit account roster. DRTV, direct mail, digital donor acquisition and telemarketing are in the mix of fundraising tools being on boarded with them. Amref Health Africa Amref Health Africa (formerly The Flying Doctors of East Africa) …

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April 2018 IssueFulfillment

What’s in the box? 

By Janice Dumphie Just the sight of a box on your doorstep brings the anticipation of a surprise and delight opportunity – even if you ordered something yourself and were expecting it to arrive – somehow the arrival of the package itself brings joy.  But when you aren’t expecting anything, …

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April 2018 IssueFulfillment

Delivering the “Amazon Effect” to fulfillment suppliers

By Jackie Sebesta Over the past 15 years print and fulfillment providers have understood that providing a B2B e-commerce platform as a value-add service is essential if not mandatory for doing business. While many in the industry are offering an e-commerce channel, the “Amazon Effect” is raising the bar when …

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April 2018 IssueLettershop

The lettershop/service provider evolution

By John Leonard I’ve been lucky to have spent my entire career in the lettershop and mailing part of the communications industry. I’ve seen many changes along the way, from the full implementation of Letter Carrier Presort in the 1980s and the growth in available data and technology for personalization …

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April 2018 IssueLettershop

Research, read and reach out with data

By Laura Artibello Lettershop. I’ve always liked this industry term. It has a clean and classic ring to it. For those not familiar with it, it describes what we know as a “mailing house”. Outdated? I admit, we don’t reference the word much. New and younger customers appreciate “Communication Service …

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April 2018 IssueCustomer PersonasTargeting and Acquisition

Why and how Toronto personalized its communication strategy

Data-based avatars enable the City of Toronto to connect with hard-to-reach parts of the community By Rupen Seoni The 506 streetcar slips through the heart of Little India, grazes the top of Chinatown and breezes past the open-air patios of Little Italy. Diverse scenes are commonplace in Toronto. It not …

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April 2018 IssueCustomer PersonasDigital

The power of personas

By Stephen Shaw Marketing personas bring the defining characteristics of customers to life, helping to build universal consensus around their needs. For brands seeking to deliver a better experience, it is a powerful tool to foster greater insight and empathy. People love to eat chicken. All kinds. Fresh. Frozen. Wings. …

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April 2018 IssueDRTV

Getting the most from DRTV for the newcomer

By Bryan Sweeney After spending 18 years developing products and running operations for several DRTV (Direct Response TV) companies that brought you products like “The Shake Weight”, in 2011, I launched a campaign management and consulting business. I wanted to offer my experience to start-ups and medium size businesses looking …

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April 2018 IssueDRTV

Direct response evolving at the speed of light

By Nicole Andani Every year new trends and innovations sweep through the direct response marketing world and 2018 is evolving at the speed of light compared to 22 years ago when I first started here at Northern Response. To understand them we have to remember what the true definition of …

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